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Acticall Sitel Group Merges the DNA of Two Leading Worldwide BPO Organizations

When Group Acticall acquired Sitel in the fall of 2015, there was some degree of initial skepticism that the two cultures could be successfully merged. Sitel was best known for its 30 years of proven experience, wide-ranging worldwide business portfolio and broad client diversity. French-based Acticall was an entrepreneurial organization more focused on innovation and expanding digital capabilities.

The emergent joint entity took immediate steps to reinforce its strengths and avoid the pitfalls that often hinder the path to achieving a smooth transition. To support this transformation, they appointed a new Global Executive Team, led by Laurent Uberti, founder of Groupe Acticall. “We took the best elements of both companies,” said Arnaude de Lacoste, Chief Marketing & Ventures Officer for Acticall Sitel. “Our goal was to become more client-centric, and more localized in our operations. We revamped our structure to make us leaner and bring us closer to the clients and more attuned to the markets we serve. “

de LaCoste noted that Acticall Sitel dismissed over 150 management personnel to streamline the way the company does business and reenergize people at the local level. “All of our operations are now being managed at the country level, with one individual in charge of all activities within a specific nation” he said. “It’s a change of mindset. We are still a global company with a global footprint but we now manage with a local focus, local expertise and local accountability.”

The new model offers more freedom for the people in the field. “For example, the GM of our operation in the UK can do 99% of his job without having any questions asked,” said de LaCoste. The company has also set up a new Miami-based team with a local GM to service clients in the US market and expand the customer base. Clients seem enthused about the positive culture change. “People are able to bring creative new ideas to the table,” he said. “The feedback we’re getting indicates that the consistency is still there and clients are seeing improvement.”

In a recent statement, Uberti, who is now president and CEO of Acticall Sitel, said “The Group’s strength lies in our ability to position as our clients’ strategic partner with a unique end-to-end offering across all stages of the Customer Journey: industry-leading tools and practices for enhancing customer experiences across social media, digital and mobile solutions, as well as new innovations to address the growing millennial generation.”

The Group recently announced a partnership at the Facebook 2017 F8 Conference to adapt Workplace by Facebook. The platform will help associates create a more productive, efficient and collaborative environment to strengthen productivity and engagement, as well as enhance communication and increase agility among multiple, cross-geographic teams. According to de LaCoste, the platform has already been rolled out to the 23,000 Acticall Sitel employees in the Philippines and will be global over the next few months. “This is a tool for everyone,” he said. “We believe in having a top-down, bottom-up method for employees to ask questions and share best practices. In fact, I have personally answered inquiries from people in the organization who otherwise would have no way to engage upper management.”

Acticall Sitel Group has revenues of $1.7 billion and employs more than 75,000 associates within 22 countries conducting millions of customer contact experiences each day for some of the world’s most trusted brands. Sitel employees support more than 400 clients in 48 languages from 146 facilities strategically located in 22 countries.